🔹 Situation: The OMEN Gaming Hub suffered from fragmented discoverability and low engagement with third-party game promotions. Users were bouncing from the discovery page, and partner visibility was weak.
🔹 Task: Redesign the “My Games” landing experience to improve game discovery, boost engagement, and increase click-through rates (CTR) on promoted titles.
🔹 Action:
- Conducted user research to understand browsing patterns and expectations.
- Designed a modular IA: tabs for “Library,” “Installed,” and “Promoted.”
- Introduced a Hero Carousel for premium content and filter chips for quick sorting.
- Integrated third-party promotions like Xbox Game Pass seamlessly into the UI.
- Prioritized visual clarity, hierarchy, and responsive layouts.
🔹Result:
- 🚀 2× engagement increase
- 🎯 Significant CTR lift on promoted titles
- 📉 Bounce rate reduced through better content relevance and layout improvements
- 📈 Strengthened partner monetization opportunities through smart content placement
My Role
As the lead product designer for the OGH Gaming Hub redesign, my responsibilities included:
- Conducting user research.
- Creating wireframes and prototypes.
- Defining visual design direction.
- User testing
- Collaborating with the PM and development team for successful implementation.
Project Overview
This project aimed to transform the desktop OGH gaming platform by introducing a Discover game landing page, optimizing the user experience, and providing equal visibility to various game providers. The primary aim was to improve user engagement and enhance the overall gaming experience within the OGH application. Additionally, the project aimed to separate the Game Launcher (My Library) page from the Discover promotional page to offer more flexibility and a tailored user experience.
Identifying Design Challenges
- 3rd-party partnership integration: Seamlessly integrate third-party partnerships into OGH, prioritizing a user-friendly experience.
- Adding value through discovery: Emphasizing user-centric design in the Discover page to enhance the gaming experience by facilitating the discovery of new games.
- Monetization opportunities: Strategically incorporating monetization elements, including sales, game services, and subscriptions, with features like the Hero Carousel and tailored recommendations.
Problem Statement
The main challenge was efficiently enabling users to discover and access games from different providers while maintaining a clean and intuitive interface. The platform needed a centralized hub, leading to a cohesive user experience.
The existing OGH gaming platform needed a centralized hub for finding and accessing games from different providers, leading to a fragmented user experience and potentially missing out on promoting various game services effectively. Our user study expressed the need to improve engagement by creating a new landing page and exploring options for separating the Game Launcher page.
Solutions
- Seamless 3rd-party integration
- User-centric Discover page design
- Strategic monetization elements
Ideation and Solution Development
Chips for enhanced filtering: Introducing Visual Chips for a more intuitive and efficient content filtering system.
Strategic hero carousel: Showcasing new items through the Hero Carousel for maximum visibility and user engagement.
Diversified game tile layouts: Adopting various sizes and shapes to improve visual appeal and streamline user interaction.
Improved control bar design: Enhancing the Control Bar’s intuitiveness and accessibility for a seamless user experience.
Execution and Implementation
- Translating designs into tangible elements through wireframes and prototypes
- Agile approach with iterative testing and feedback loops
- Implementation of innovative features like Hero Carousel and improved game tile layouts
Evaluation and Impact
- Comprehensive user testing and analytics for impact measurement
- Evident improvements in content filtering, user engagement, and discoverability
- Positive transformations leading to enhanced user satisfaction and potential revenue growth
Research and Competitive Analysis
- Studied gaming app platforms like Google Play Games, Geforce Now, Steam, and Epic Games for design trends and functionalities
- Gained inspiration and brought back design suggestions to the OGH platform
Starting with the Basics: Who, What, and Why
- Conducted extensive user research, competitor analysis, and stakeholder interviews
- Identified the need for a unified and visually appealing gaming platform
Target Audience
The target audience for the OGH gaming platform includes gamers of all ages and preferences and more than 2 million users globally. However, the primary focus was catering to users seeking diverse gaming experiences from providers.
Design Proposal
- Proposed the creation of a Discover landing page as the default entry point for users interested in gaming
- Addressed challenges through a user-friendly design with filtering chips and a curated catalog of games
User Journey Mapping
- Defined the user flow starting from the OGH Home page to the Discover landing page
Wireframing
- Outlined the layout and structure of the Discover page for user convenience
Chips As a Filtering Mechanism
I introduced a new and much-needed filtering system within My Games, giving you a smoother experience. This system allows us to provide a content page similar to Discover, where you can explore promotional content, game recommendations, and more. It’s all about ensuring you have a great time with My Games, launching and playing your favorite games. Remember, My Games is more than just a promotional page; it’s your game launcher!
- New filtering mechanism
- creation of a promotional content page
- Improve user experience and game launching.
- Separation of game launcher
- Design consistency with Deals
Visual Design
- Maintained design consistency with OGH’s design system
- Explored visual concepts for a modern and appealing interface
- Created UI assets for the Chips filtering system, Control Bar, and My Games pages
Visual exploration included mood boards, style tiles, and design concepts—the chosen direction aimed at a modern and visually appealing interface.
The final UI design featured the Discover landing page with categorized game listings and intuitive navigation. User interactions were refined for a seamless experience.
User Testing
- Conducted testing to validate the design, incorporating feedback into the final implementation
- One Line Carousel design chosen based on user preferences and consistency
Result and Conclusion
The project successfully delivered an enhanced OGH gaming platform with a dedicated Discover landing page, providing an improved user experience and making game exploration more accessible. The separation of the Game Launcher page added flexibility, and user-tested design decisions ensured a seamless and engaging interface.